We start making decisions from the very moment we wake up. We decide to get out of bed, which clothes to wear, which route to take to work, where to have lunch, who to talk to, what songs to listen to, what to do on the weekend and so on. These are choices that we most often make in the blink of an eye, as many of them are part of our daily routines.
The same happens when we make a purchase or invest in a company’s product or service. We all have the free will to “swipe the card” or not, but the fact is that if the brand acts intelligently, it can give a little extra encouragement to this free will.
Thanks to science, today we can identify the reason that makes a person make a specific decision. With this, we understand that companies and brands can, in fact, affect the behavior of their customers. This is where some neuromarketing tips come in handy and we want to share them with you.
What the studies say
Before we go to the neuromarketing tips themselves, let’s get to the facts. A study by Gerald Zaltman (professor at Harvard Business School) suggests that 95% of human behaviors and preferences come from the subconscious.
In an interview, Zaltman says that many consumers say that when buying a product, they compare prices. However, those same consumers generally show that they do not even look for alternatives to the chosen brand. That is, they may even think that they made a decision after pondering, but the fact is that they go straight to brands that, for some reason, draw their attention (either by brand reputation, by product packaging, advertising, etc.).
Let’s look at an example: in an experiment conducted in 1975, participants were invited to a blind test between Pepsi and Coca-Cola. The people there choose Pepsi. Based on this, in 2003 neuroscientist Read Montague questioned that if most people prefer Pepsi, why aren’t its sales dominating the market?
Montague called some consumers for an MRI in order to track their brain activities. You can see the full study here, but in short, he concluded that people’s brains made a connection with coca-cola commercials and that the emotions associated with the brand were replacing the analysis of the actual quality of the product.
In addition to this, there are several other studies and all come to the same conclusion: that there is much more in the decision-making process than the eyes can capture. So let’s go for the neuromarketing tips.
3 neuromarketing tips
1. Use the right colors
Color psychology studies how colors make us feel, act, and think. No wonder, for sure, one of the elements used by marketing that most affect consumer behavior is color.
For example, do you think the blue used in the logos of companies such as KLM, Lufthansa, and United Airlines is a fluke or just something to do with the color of some flag? According to the psychology of colors, blue refers to safety, protection, peace, trust, and cleanliness. In addition, it is common to associate blue with clear skies (and what is more cherishing than flying in a sky that – at least apparently – shows no signs that we will face turbulence?).
Starbucks green is associated with relaxation and tranquility, inviting people to go to the cafe, sit back and enjoy the moment. McDonald’s red, in turn, brings a sense of urgency and hunger. And so we could analyze other famous brands.
With that said, what colors should your company use in its materials? Of course, you have to respect the visual identity of your brand, but you can work with colors so that they are attractive when looking and can convey a message.
2. Use fonts as a design element
Visual content should please the eye. As obvious as this is, believe me, a lot of companies haven’t figured it out yet.
When sending a message to your customers, what do you want them to notice, the content, or the messy design? When there is this “battle for eyes” and you want the message to be retained, be especially careful when choosing the font.
The choice of most consumers and customers is for an option that reassures them and offers a more enjoyable experience. In other words, incorporate simple, easy-to-read fonts. It is always worth mentioning that everything has to do with your audience and the message you want to relay, but and keep in mind that less, is always more!
3. Show the behavior of others
Something that is universally true is the fact that we cannot underestimate how much we all desire to feel as if we belong to a group. Most of us want to have the same things as other people, want to feel the same joys, have the same results, and live the same experiences.
This principle is the same adopted by companies like Airbnb, which show the testimony of travelers and the popularity of a room or an experience.
But what if you work in another industry? A good tip is to use success cases because they are an excellent tool to show your customers that other companies are also using their products and getting good results. And whenever you’re going to publish the case, make sure the customer’s logo is clearly visible to get attention.
Neuromarketing tips don’t end here. There are several strategies that can be used to influence the consumer’s mind. Among them:
- Create associations
- Create a sense of scarcity and urgency
- Invest in visual content (such as images and 3D videos)
- Deliver experiences
If you want to better understand each of the strategies above, we suggest the article: Four Strategies to Connect with your Consumer’s Subconscious. And if you need to understand more about neuromarketing, visit: How Neuromarketing can help your marketing campaigns?
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‘Till next time!